AI poised to be the ‘ultimate marketing assistant’

It can help in content creation and other low-impact tasks.

Companies in Southeast Asia are expected to continue adopting artificial intelligence in 2020, with marketers viewing the technology as an assistant that will support them in managing their daily tasks better.

Kat Warboys, HubSpot’s Marketing Director for Asia Pacific, said this is one of the key trends for marketers in 2024, noting that generative AI applications help them create high-quality and personalised content faster.

Around 89% of marketers in Singapore said the top use case for generative AI is content creation.

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Another leading use case for AI is automating labour-intensive and low-impact tasks such as keyword research, data cleanup, formatting content, reporting and analytics. Using AI will save time and energy for marketers, allowing them to focus on more meaningful work such as project execution and creative brainstorming.

However, Warboys said there are still challenges in adopting AI such as a lack of know-how on where to start, citing the need for training and development amongst marketers. 

There are also concerns over potential harm to brand reputation due to plagiarism or misalignment with brand values in the AI-generated content.

“We expect these concerns to be overcome as companies hire AI implementation experts, marketers become more comfortable using AI, and as AI tools strengthen fact-checking capabilities,” Warboys said.